Here's an in depth look at some of the projects I've been a part of over the last few years while part of the FABERNOVEL team in San Francisco. 


IF A PICTURE IS WORTH A THOUSAND WORDS Below ARE a few images captured by members of the new PARISOMA brand. 

PARISOMA is a coworking and event space guided by FABERNOVEL, that provides design, tech and entrepreneurship resources to startups in the Bay Area.

What were we trying to solve? In order to rebrand PARISOMA -- we created a new identity, a new voice, website, newsletter, print collateral and even redesigned the space to reflect our open and constantly growing brand. We created a new mission statement, competitive strategy and brand guidelines.

What was our process? Understanding our competitive landscape but also redefining our offer, as our offer had changed along with our members throughout the years. So we benchmarked coworking spaces across international hubs, broke down the informational hierarchy of our website, then dealt with our tone as a brand and lastly our visual identity, as well as the a total redesign of the space.

What value did we add? Opening up our brand to the greater community by strengthening our online and offline presence. We were able to engage with a much greater audience of sponsors and partners including the design community with folks such as AIGA, Creative Mornings and other event lead partnerships. 

 What did I learn? As part of the redesign effort I learned a lot about managing a brand, how to implement a developing brand and marketing execution. Overall how to be a better brand advocate. As a result, natural extensions of the brand surfaced such as a toolkit/directory of resources for members, print collateral, an updated website, newsletters, and our social media tone and voice


Citizenshipworks is an online platform that empowers applicants determine their eligibility for US citizenship by providing information about the naturalization process, and legal aid resources for eligible candidates--helping them file their applications. This project's major stakeholders are the Knight Foundation, and the New American Foundation.

What were we trying to solve? A high non-completion rate of the N-400 form, and expand exposure to resources for low income applicants.  

What was our process? We observed users attempting to complete the user-flow, and identified that the process was unclear. Capturing various pain points that could be changed within the existing service. 

Part of our research and diagnoses was going through the existing website with the client, understanding the universal paint points, benchmarking specific functionalities, usability issues, and prototyping low-res mockups with the re-branded elements.

In my role as lead visual designer I created the branding and worked closely with the service designer to simplify the overall user experience and re-imagine the service design. Once the working prototype was realized, I also created campaign visuals (posters) for the different legal service centers and graphics for the platform video.

What I learned in this project? How to approach a redesign as service design problem instead of just a visual design problem. Redesigning the service from beginning to end and really capturing the user journeys. As well as emphasizing usability for a variety of users, such as the applicants, volunteers, advocates and lawyers. 

SFMTA Real time transit dashboard PROTOTYPE 

aroundMe by SFMTA is a multi-platform service designed to provide public transit user with information about their current location. A key feature, being the ability to create interfaces anywhere in San Francisco (the dashboards can be deployed in stations, public spaces and local business in 20+" screen), as well as on constituents computers or mobile devices. 

What were we trying to solve? How to create a real-time transit dashboard with data sets provided by the city of San Francisco. The problem - understanding multiple user journeys, and various use cases for the open data sets to improve their overall transit experience.

What was our process? Part of creating the first working prototype was understanding the informational architecture that would best benefit the typical commuter and prioritizing datasets, followed by testing how to display the information. 

To further explore these concepts we wire-framed on paper then illustrator, and prototyped with apps such as invision. Once we had something to take to our stakeholders, we did some field testing (observing how people interacted with the dashboard and surveying anonymous muni riders). We then streamlined the data sets into something easy to use with high visibility.

What did I learn? Through out this process we focused heavily on designing for a truley seamless mobile experience. By ultimately designing a web app vs. a native app we had to research and apply best practices for ‘mobile’ app design while still complying with city and universal usability regulations and restrictions. 

The working prototype integrates real-time data from multiple modes of public transportation and gives viewers all the information they need at a glance. The prototype can be tested at Van Ness Station in downtown San Francisco and various other BART/MUNI stations.


UCSF BioScreen is a project put together by the neurology department.

What were we trying to solve? The problem facing the stakeholders is communicating all their collected data into an understandable flow, to be able to treat patients more accurately using data samples across a variety of patients.

What was our process? Benchmarking dashboards, displaying large amounts of data in a small space, and compelling graph styles. We worked closely with the various doctors to make sure we were providing the right set of search filters and most relevant information to share with patients. We regularly brainstormed with clients on whiteboards, wireframed on paper and post it notes, used omnigraphle to create mock ups, low res mock ups, and finally pixel perfect PSDs.

What did I learn, what value did we add? The service builds on a comprehensive clinical data set from over 600 MS patients followed for 10 years at UCSF. The app addresses the growing need for tools to predict the course of therapies using data-driven methodologies. A key take away was how to define and apply the visual layer to a product vs. how to create and design an entire service/ user experience. And perhaps a deeper lesson, sometimes you'll have to design for something you know nothing about and it is important to do your research, because context is everything. 


Here are a few of the various branding efforts I've been a part of through out the years. 1. The Designer as Founder identity was created for the SF AIGA speaker series in partnership with PARISOMA. 2. The PARISOMA identity is part of a greater rebranding effort in which the logo transforms. 3. Discover BPS was created for the Code for America project in the city of Boston. 5. Civic Design Camp was held last year as part of learning experience for city officials and designers alike. 6. Lastly the Citizenshipworks logo was also an upgrade to their current identity.